EA Sports

EA Sports (often stylised as EA SPORTS and sometimes referred to as simply EA) is a brand used by Electronic Arts (EA) to distribute their sports titles, including NBA Live. EA Sports has studios in Burnaby, British Columbia (EA Canada) and Orlando, Florida (EA Tiburon). Their motto was originally "If it's in the game, it's in the game", later abbreviated to "It's in the game" and can be heard during the intros for EA Sports titles and is often featured in promotional material. The motto is often recalled by gamers, both in excitement in praising the series, and derisively when criticising an EA Sports title.

As with several other game developers, EA Sports has become more active in fan communities over the years with producers posting on message boards and granting interviews to fansites, as well as holding Community Events to garner fan feedback and provide information about upcoming releases. Their chief rival in developing sports video games is 2K Sports.